Key Achievements
Client Background & Challenge
A Dubai-based beauty and haircare marketplace—with multiple salons in the region—came to us with a pressing problem: their Meta and Google ads were underperforming, their website’s UI was subpar, and high bounce rates were holding them back. To make matters trickier, they were up against fierce competition (think Amazon-level players) in a crowded market.
The Mission?
Generate revenue, scale profitably, and boost ROAS—all while overcoming technical and creative hurdles.
Our Approach
Audience Targeting:
We shifted from broad targeting to laser-focused lookalike & custom audiences derived from high-value customers. This allowed us to reach prospects who were not only more likely to engage but also convert.Creative Refresh:
The creative strategy was reimagined entirely. From testimonial ads and real customer transformations to product demos and unboxing videos, every ad was built to resonate and spark immediate action.Landing Page & Funnel Optimization:
We tackled the website’s performance head-on. Landing pages were redesigned for faster load times and improved UI, reducing friction from the moment a visitor clicked through to the checkout process.Offer Innovations:
To make the deal irresistible, a range of offers was introduced, including Two Hours Delivery (a standout conversion booster), Own Now, Pay Later, personalized recommendations via chat with beauty experts, free travel accessories, and combo offers. These deals not only set the brand apart but also directly addressed buyer hesitations.
The Transformation in Numbers
We ran a detailed before-and-after analysis that highlights the impact of our strategy. Here’s how a focused Q4 campaign turned things around:
Despite increasing the ad spend by nearly 300%, our refined strategy drove down costs (lower CPM and cost per purchase) while dramatically boosting reach, engagement, and, most importantly, revenue.
What Made the Difference
Data-Driven Optimization
Audience Insights: We used lookalikes and custom modelling from existing high-value customers to cut through the noise and reach users with higher intent.
Creative Experimentation: We tested multiple ad angles—from stark “Ugly Ads” that dared to show raw before-and-afters to polished testimonial ads that built trust—to find what resonated best with the target audience.
Seamless User Experience: Improving the website’s UI and streamlining the checkout process reduced bounce rates and improved overall conversion rates.
Irresistible Offers: Strategic promotions like Two Hours Delivery and combo deals turned browsers into buyers, directly impacting conversion metrics.
Tactical Adjustments
Full-Funnel Approach: We didn’t stop at the ad level. Every stage—from the initial impression to the final purchase—was optimized, ensuring a smooth customer journey.
Continuous Testing: A/B testing of creatives, landing pages, and offers meant that every element was continuously refined, keeping the campaign fresh and effective.
Key Takeaways for Future Campaigns
Strategic Scaling Doesn’t Dilute Efficiency:
A higher ad spend can be leveraged to achieve lower CPMs and cost per acquisition when backed by data-driven audience targeting and creative precision.Optimize the Entire Funnel:
Conversion isn’t just about the ad—it’s about the landing page, the checkout process, and even post-purchase engagement. Every touchpoint matters.Offer Innovation Is Crucial:
In a competitive market, unique offers like rapid delivery and flexible payment options can make all the difference in driving conversions.Test, Iterate, and Evolve:
The continuous cycle of testing and refining creative and technical elements is key to sustained campaign success.
Conclusion
This case study is a testament to what happens when a brand combines strategic insight with creative innovation. Facing challenges like a lacklustre website and stiff competition, our holistic approach transformed the performance of a beauty and haircare marketplace. By focusing on every detail—from ad creatives to funnel optimization—we not only increased revenue by a staggering 1187% in Q4 alone but also set the stage for long-term growth.
It’s a clear message for brands in competitive spaces: invest in a comprehensive, data-driven strategy, and the numbers will speak for themselves.
The above results showcase results between Sept 2022 to Dec 2022.
